Design Documentation

Hi! I'm Gareth. As a precursor - I will be using this space to document the conceptualization of my project from start to finish, accompanied by detailed observations and reflections in regards to my progress.

Workflow

As I wanted to treat this project as professionally as possible - I adopted a very simplified version of the SCRUM framework and split my workload into individual design Sprints. This would mainly serve to give me a rough plan to follow (as seen in the image) - and would let me monitor my workflow effectively.

Sprint 1

Ideation

What is in a solution? That was the main question I asked myself when I started ideating. The most important points I had to focus on were the specific challenges the client was facing - and whatever solutions I come up with should solve those as best as possible. With that in mind, I conducted my own research and started brainstorming.

My first idea was a streaming app. It tackles the immediate issue of wanting to capture the attention of audiences that are not able to be present. Apps can be made available on Smart TVs as well for cross platform streaming. A large population of people own mobile phones or have some form of mobile access; though the older generation may not be tech savvy enough to take advantage of this. However, there are multiple streaming apps readily available online, and the idea may not be unique enough or marketable enough because of how niche it is, or because of the existing competition.

My second idea was a website. It acts as an all in one hub for users all around the world to gather and offers a wider range of access for people around the world - not being limited to just phones like the first idea. It allows for more content to be screened and posted on, and is largely flexible. Additionally, most large broadcasting networks do have a company website where content is concentrated and it would almost be a “necessity” given the client’s aspirations to be a big player in the broadcasting industry. The streaming idea can be incorporated into the website as well, similar to Twitch.

My third idea was launching a social media campaign. It takes advantage of younger audiences’ social media presence, and advertising events on already established platforms will allow for a naturally bigger audience. The company can also leverage on great marketing methods in the use of hashtags, etc. However, if the brand were to create their own accounts on social media to launch such campaigns, they would likely notice lower view counts in relation to their follower counts. This idea can be successful, but will likely require the brand to already have some form of presence online.

Chosen Idea

After careful consideration, I decided that my second idea - a website - was the most fitting out of the three. With a website, I can address multiple concerns and challenges faced in the client brief by including streaming elements, social media access and more. I will also be enabling the brand to have an all in one platform readily available for consumers all around the world.

The resources I have gathered include screenshots of streaming sites that currently exist. I was heavily inspired by them because it felt like the best way for me to bring the Edinburgh Festivals to people who may not be able to attend physically. Additionally, streaming sites are well known for allowing a lot of user engagement with the people on stream - which is something the client highlighted in the brief as well.

Moodboard

The moodboard contains a mix of resources I found on Pexels and Pinterest - together with some of my own edits for a personal touch.

I chose these shades of purple for the branding because of its fun, wild and creative nature. I wanted something as neutral as possible so it would fit into the many different "themes" media can have - while still being able to draw people in with something eye catching.

Greycliff as a font really stood out to me because it carried warm, comfy tones - but as the font got heavier it was able to deliver a that significant impact in my designs that I was looking for. It is worth to note that this version of Greycliff is meant for personal use as well.

Sprint 2

Wireframing

I think wireframing was one of the toughest parts of this because of how much thought had to go into each screen. The hardest part for me was probably trying to find a good mix of eye-catching and minimal because I didn't want to many unnecessary things occupying the screen (because a media website is already going to have tons and tons of content displayed on there).

I naturally begun planning out my landing page first because it was the one thing that would decide if my users wanted to stay on my site or not.

Another important thing I wanted to consider when designing was utility. I didn't want the site to just have streaming capabilities. I wanted it to have more functions that could even aid potential users in finding their way to festivals should they decide to pay a visit.

Lucid (Branding/Type)

I decided to choose the name "Lucid" for the brand because I liked the idea of lucid dreaming. Lucid dreams are essentially dreams that you can control - and that basically encompasses what I want the brand's potential users to feel. Lucid as a brand should strive to deliver content that exceeds expectations and essentially - goes beyond reality.

While coming up with the idea for a logo was a little rough, it was really fun because I was able to just doodle while generating ideas (I love doodling).

What I like to do is identify the name of my brand, and then highlight specific keywords that pop into my head when I think about it. Most of my initial logos were very "cloudy" and "cute" as a result because all I could think about was things related to dreaming. I decided to simplify the idea however, because I still wanted people to look at the brand and know that its a broadcasting company. Having stars and trippy looking elements could potentially give off the wrong idea.

The final logo turned out to be a very nice, minimal combination of my original "cloud" idea - but instead in the form of a thought bubble to somewhat symbolize dreaming. I made it look like a play button as well because it was honestly the biggest thing that stuck out to me when I thought of a "broadcasting company". I was worried it'll be too generic, but I think the small combination I made in this logo made it more unique.

Practical Skill Development

Coming from a design background, most Adobe software comes pretty easily to me because I'm always in practice. If I had to pick however, I would probably be most familiar with Illustrator.

For me personally, I wouldn't say there's a software I'm bad at - but more of a software I haven't had enough experience with yet. One such software would be photoshop because I've only ever had to do basic photo manipulation throughout school and even in my full time job. There are honestly still so many tools in Photoshop that I do not know about - much less how they work.

As mentioned, I think photo manipulation is really cool and I want to learn the full extent of it one day. Another thing I am really curious to learn more about is particle animation/liquid animation in After Effects! I have motion graphics as a design background and I love it so much.

I think color manipulation (curves, levels, LUTs) always seem a little confusing to me. The graphs just look weird honestly, and I can't seem to fathom how they work. If I ever need to use them I really just click them around until I somehow land on what I want - but that definitely isn't good in the long run. I'm sure I'll be able to learn by exploring more tutorials online though!

Progress Report

At this point, there are a definitely some things I'm having trouble with. One example would be translating low fidelity wireframes to high fidelity mockups within a limited timeframe. I'm used to having more time to spend on high fidelity mockups before submission.

My individual page design is also taking longer than anticipated because I need to ensure there’s some degree of continuity between the pages. Or I may just be too particular about things. I hope it's the latter!

Before I finish, I just want to ensure my key pages are designed better and have a larger degree of impact.

Sprint 3

Draft Solution

To address the issue with my "Featured" section above, I actually conducted some user research within my friend group. I'm really blessed to know designers that are so much more competent than I am - and I love getting feedback from them.

I showed a few of my other friends my solution and they were generally impressed by the overall appearance of it. The main gripe they had was that I could have designed more pages - but honestly I feel like I spent to much time idling on pages and trying to perfect them to the best of my ability. I definitely could've done more up if I was more experienced at this!

I am generally pretty satisfied thus far because I feel like whatever I've done can have a place in the current market - mostly because of the extensive thought I put into it, while also comparing it to existing competitors. I would definitely put it through more extensive user testing with a more complete product if I could though, because honestly these pages were specifically designed because they were more straightforward.

Sprint 4

Final Solution

My final solution is done, and I'm really happy with how it turned out. I think a major sticking point for me was when I figured out my landing page layout. After that was done and I was pleased with it - the rest just came very naturally.

I really wish I could have had more time inserting cool parallax animations because I really wanted to do so! I also wish I could have designed a few more key pages so the site would be a little more complete. It was a big struggle figuring out what to prioritize - and I only wish I could have been faster at making decisions so I could have produced more content.

I think I was able to address most of the client's concerns in giving people a way to catch the festivals from remote areas. Coupling that with the utility I included in the site (navigation and donations), this idea is very practical and workable in my books. In fact, I find that it stands out from a lot of typical media and streaming platforms because of these factors.

This project was a great overall experience for me because it was the closest I've been to taking on an actual "client" for a large scale project. While it showed me that I am perfectly capable of pushing designs out - I have a lot to learn when it comes to managing my resources and pinning down ideas. I tend to waste a lot of time making decisions, and I feel it will probably cost me in the future if I don't try to become more decisive.

I do wish I was able to learn more about animation related things because I feel that's what really makes or breaks a prototype - and it can be used to sell an idea if used right. It is a very powerful tool.

To sum it up, this was a great experience overall despite the amount of stress I underwent. It's normal for a designer though, and I am genuinely happy with how everything went.

Asset Register

Moodboard

https://unsplash.com/photos/UdB_y2fiXv0

https://www.pexels.com/photo/a-pretty-woman-holding-maracas-8158878/

https://www.pexels.com/photo/a-happy-asian-family-sitting-on-a-bench-5637704/

https://www.pexels.com/photo/man-in-white-crew-neck-shirt-9363205/

https://www.pinterest.com/pin/119345458856665242/

https://unsplash.com/photos/9k_gCYLoH2g

https://www.pinterest.com/pin/16044142412479969/

https://www.pinterest.com/pin/95138610856328231/

https://www.pinterest.com/pin/148689225188066192/

Brand Document/Guidelines

https://www.pexels.com/photo/two-kids-sitting-in-dark-room-and-looking-with-interest-to-internet-on-digital-pad-9786304/

https://mrmockup.com/hanging-id-card-mockup/

https://unsplash.com/photos/7uoMmzPd2JA

https://dribbble.com/shots/1678577-T-shirt-Mockup-Front-Back-Folded-Free

https://www.anthonyboyd.graphics/mockups/surface-studio-on-table-mockup/

Webpage (XD)

https://www.pexels.com/photo/man-in-white-v-neck-t-shirt-and-black-pants-775358/

https://www.pexels.com/photo/people-playing-music-together-9010085/

https://www.pexels.com/photo/men-s-white-and-black-tank-top-3075367/

https://www.pexels.com/photo/woman-in-black-scoop-neck-shirt-smiling-38554/

https://www.pexels.com/photo/portrait-photo-of-smiling-man-with-his-arms-crossed-standing-in-front-of-white-wall-2379004/

https://www.pexels.com/photo/woman-in-gray-tank-top-3812719/

https://www.pexels.com/photo/siberian-husky-doing-a-wink-expression-3196887/

https://snazzymaps.com/style/109670/purple-test

https://www.pexels.com/photo/art-coffee-business-money-3953481/

https://www.pexels.com/photo/woman-in-blue-dress-standing-beside-brown-horse-5177537/

https://www.pexels.com/photo/tiger-standing-on-the-grey-concrete-pavement-162203/

https://www.pexels.com/photo/white-and-grey-kitten-on-brown-and-black-leopard-print-textile-45201/